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Paddy Power enlist Pretty Green to promote new social sports betting game Bet Dash

November 20th, 2012 / lee
Paddy Power

Irish online betting site Paddy Power have launched a new social sports betting game, where the aim of the game is to take a £10,000 cash pot and turn it into £1 million in ten days. How would this be achieved? By betting on real life sporting events in an exciting new way to be, as online sports betting goes social..

Paddy Power have appointed PrettyGreen Sport to build the comms strategy and market the new social game called Bet Dash. PrettyGreen Sport will be tasked with building the brand awareness and driving forward customer acquisition for Paddy Power.

The Bet Dash game by Paddy Power is available to play for free or to play for for real money. You can join a group, take part in challenge bet. All the bets come from a full sportsbook experience covering football, racing, tennis, rugby, cricket golf and more, and live betting will also come in the future.

Players get a starting bankroll at the beginning of the game, which cannot be topped up at any time. You have to use that virtual bankroll of €100,000 to place your bets. The game will then last for ten days and progress is clear through a countdown clock on screen. during that period, players have have place bets of no less than 1,000 on any single bet. The goal is to try and make one million in the space of those ten days. The game will be up if you go bankrupt, time expires or by surrendering the game. There are different levels of the game offering more value, different limits and bigger wins.

Pretty Green Sport have worked with Paddy Power before, as they created the ‘Horseracing of the Future’ campaign for the 2011 Cheltenham Festival and Grand National betting.

Tom Larkin, head of marketing at BetDash, said: ‘BetDash is a totally new spin on traditional online betting and gaming and, as such, we were searching for an equally unique agency approach to help us market the game. PrettyGreen’s ability to combine sport and digital expertise within its offering means that it can work hand-in-hand with us as an extension of the team to launch BetDash.’

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